If your website doesn't treat your white paper as containing valuable information, your visitors won't either.
Are you selling your white papers short with poor merchandising?
Many sites offering "free" white papers, case studies, or resources in exchange for some visitor information utterly fail to merchandise their downloads. Yet if your website doesn't treat your white paper as containing valuable information, your visitors won't either.
The problem starts by thinking of these downloads as free. You're asking for something extremely valuable to both you and the visitor, their contact information. To get this valuable information, you need to show the visitor the value of what they're downloading. So when they fill out the lead form, they feel they're making a good exchange: valuable information for valuable information.
What other techniques have you tried to increase leads from white paper requests?
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Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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